Program of Rural Tourism Development of Montenegro with the Action Plan 2019–2021

Detailed project description: The Program of Rural Tourism Development of Montenegro and Action Plan until 2021 represents a national framework for carrying out development of this potentially extremely attractive, but insufficiently explored branch of tourism in Montenegro. In this regard, overall aim of this project was to create preconditions for implementation of further activities regarding development of rural areas in Montenegro.
Development of this Program involved the following elements:
• Situation analysis
o Strategic framework
o Institutional and legal framework
o Analysis of global trends in rural tourism
o Situation analysis in the area of rural tourism in Montenegro, in regard to the current offer and demand:
• SWOT analysis of rural tourism in Montenegro
• Defining development goals for rural tourism
• Defining the priority products
• Suggestion and prioritization of measures and activities for development of rural tourism
• Suggestion of the management system
• Sources of financing for implementation of measures and activities
• Three-year activity plan

Type of services provided: Key services provided during this project:
o Situational analysis
o Strategic framework
o Institutional and legal framework
o Situational analysis in the area of rural tourism in Montenegro, in regard to the current offer and demand:
o Research methodology design
o Data collection:
• Carrying out in-depth interviews:
• 30 in-depth interviews with individual tourism providers in the area of rural tourism
• 7 in-depth interviews with tour operators
• 11 in-depth interviews with representatives of organizations and institutions
• Carrying out 6 focus groups in three regions
• Conducting research among tourists - 543 respondents who visited rural areas (research methodology design, field survey, data collection, data analysis)
o Desk research
o Quantitative and qualitative data analysis
o Defining measures and activities for development of rural tourism
o Preparation of three-year action plan

Name of client: Ministry of Sustainable Development and Tourism

Origin of funding: Ministry of Sustainable Development and Tourism